Royal Thai Airways Case Study Example | Topics and Well Written Essays - 2500 words

Royal Thai Airways - Case Study Example s of Thai culture, its customs, and traditions.' The goal of the research study is to examine the extent and nature of Thailand's reach as a tourist economy within the global market. Focused on RTA's Royal Orchid Plus (ROP) market segment, the project proposes to engage the topic of globalization through inquiry into ROP passenger membership, and in particular high wealth, male customers from cosmopolitan hubs in the United Arab Emirates (UAE) and United Kingdom (UK). At the global level, RTA and by extension the Thai tourist economy has at present, a significant share of the available demand. Well known for its personal service tourism (i.e. sex tourism) economy, Thailand's beauty and tropical surroundings are compliment the dream world of male fantasies attained through association with luxury market advertising of those services. Nevertheless, Thailand's sex tourism industry has an alternative image, which is predicated upon the policy concerns of human rights activism against such activities. AIDs and interrelated discourses o n 'health' utilized by medical, public health and 'spa' businesses are also considered. A full service provider of commercial airline service to customers around the globe, RTA faces a challenge in identity management that is perhaps unparalleled elsewhere in terms of market analysis and communication. Business development, then is fostered through negotiation of gender terms, and precisely so; RTA employs Thailand's 'Spa Culture' as a benefit to ROP members, yet retracts from association with anything pertaining to 'sex.' The royal orchid carrier is in the last instance, 'traditional.' How this impacts investment underscores the nature of this study. Participation in the Star Alliance was the result of various changes in the world's economic situation, RTA claims, as single carriers 'cannot sustain and respond to these changes effectively and sufficiently.' The 2008 'Open Skies Agreement' between the EU and US set the pace for a radical restriction on nations that did not follow suit in regard to free-trade at international airports. Marketing 'paradise' has now become more expensive. Revenues generated by RTA's frequent flier customers more important to the airline than ever. To this end, the project focuses on the high wealth, male ROP client, and in particular those of the UAE and UK, working together in the heavily sanctioned social environments (i.e. dictating prohibition on sexual relations) of the Gulf States. The theoretical prospectus on the project is focused on globalization and identity, and specifically addresses critical marketing theories dedicated to activist